Social Media Scorecards Chapters 07 & 08 of Social Media Analytics w/other Material

1. Social Media ScorecardsChapters 07 & 08 of Social Media Analytics w/other Material

2. Social Media Scorecards Provide Monitoring Measurement Include Social Data Web Analytics Organic Search Queries Also Include (Local Social Mobile) QR Code Mobile Check-Ins House Data

3. Scorecards & Automation Meaningful & Actionable Coding: Manual vs. Automatic Time + Expense vs. Efficiency + Accuracy Scorecards as Automations But then: What is Automation?

4. “Automation characterizes the circumstances when a machine (nowadays often a computer) assumes a task that is otherwise performed by the human operator” (p.418) • Aviation Industry Joke: Dog and Pilot in the Cockpit • Home Automation • Office Automation • Factory Automation • Social Media Analysis Automation Definition of AutomationChapter 16 of “An Introduction to Human Factors Engineering (Second Edition)”

5. Impossible or Hazardous • Difficult or Unpleasant • Extend Human Capability • Technically Possible Reasons for Automation

6. Stage 1: Information Acquisition, Selection, and Filtering Stage 2: Information Integration Stage 3: Action Selection and Choice Stage 4: Control and Action Execution Stages of Automation

7. From Complete Manual Control to Complete Automatic Control Automation Offers No Aid Automation Suggests Multiple Alternatives Automation Selects an Alternative Automation Carries Out an Action if the Person Approves Automation Provides the Person with Limited Time to Veto Action before it Carries Out the Action Automation Carries Out an Action and then Informs the Person Automation Carries Out an Action and Informs the Person Only if Asked Automation Selects Method, Executes Task, and Ignores the Human Levels of Automation

8. Automation Reliability • Calibration and Mistrust • Overtrust and Complacency • Workload and Situation Awareness • Training and Certification • Loss of Human Cooperation • Job Satisfaction Problems in Automation

9. Fitts List Functional Allocation : Person and Automation http://www.cse.sys.t.u-tokyo.ac.jp/furuta/teaching/csd/CSD06.pdf

10. Progress of Automation http://www.cse.sys.t.u-tokyo.ac.jp/furuta/teaching/csd/CSD06.pdf

11. Keeping the Human Informed Keeping the Human Trained Keeping the Operator in the Loop Selecting Appropriate Stages and Levels When Automation is Imperfect Making Automation Flexible and Adaptive Maintaining a Positive Management Philosophy Principles of Human Centered Automation

12. Participant Observation • Qualitative Analysis • Interpersonal Communication • Establishing “Ground Truth” • Coding + Counting Implications for Social Media Scorecards

13. Data Gathering • Data Analysis • Data Reporting Three Phases of Social Media Scorecards

14. Ogilvy Conversation Impact • Razorfish Fluent • Zocalo Group’s Digital Footprint Index Examples of Social Media Scorecards

15. Reach and Positioning • Unique monthly visits • Time on site • Overall volume • Share of voice within category or brand family • Search visibility • Preference • Sentiment index (% positive - % negative) in social media • Share of positive voice in social media, within category • Relative Net Promoter Score, absolute or within category • Action • Registrations • Sales • Advocacy Ogilvy Conversation Impacthttp://blog.ogilvypr.com/2009/06/introducing-conversation-impact-social-media-measurement-for-marketers/

16. Social Influence Marketing (SIM) • Reach • Sentiment • Social ads are “about infusing social content and a user’s social graph directly into the ad unit itself.” • Social graph is “the network of personal connections through which people com­municate and share information online. These personal connections can be based on common interests, professional experiences and offline social relationships.” Razorfish Fluenthttp://fluent.razorfish.com/publication/?m=6540&l=1

17. Volume of Conversations • Location of Conversations • Level of Engagement • Message Adoption • Tonality • Height + Width + Depth Zacolo Group’s Digital Footprint Indexhttp://zocalogroup.com/

18. Example of DFI http://www.webmetricsguru.com/archives/2009/09/a-social-media-scorecard-based-on-digital-footprint-index/

19. Questions to Clien http://vigilmetrics.com/App_Themes/Default/images/gallery/Social%20Media%20Scorecard.PNG

20. General Requirements • Specific Requirements • Keywords and Volume Analysis • Reporting Questions to Clients

21. Level 1: Monitoring Level 2: Online Research Level 3: Social Targetting and Data Management Level 4: Social Business Collaborations Social Media Maturity of the Clients

22. Culling • Classifying • Contextualizing Three Analytical Phases

23. Which organizational unit is your analytics report oriented towards? How sophisticated is the case company’s industry regarding social media? How mature is the case company when it comes to socia media marketing, analytics, and management? What is the budget, if any , allocated for socia media marketing, analytics, and management? How much time is allocated to deliver results? How much integration with other data sources? What are the languages and regions for monitoring and measuring? Q&A for the Social Media Analyst

24. Discussion